Norway embraces – Norway is leaning into Viking imagery as it prepares to return to the World Cup after 28 years. Erling Haaland shared a Viking-themed team photo, fans are set to perform a synchronized “Viking row,” and the federation commissioned British photographer David Ya
The synchronized “Viking row” is already catching people’s attention in the stands. And now Norway’s players are going one step further—wearing authentic Viking attire with weapons, shields and even long boats in a moody photo shoot against a fjord.
On Monday, Norway star Erling Haaland brought the moment to a wider audience with a post on X. He reposted the team image and paired it with a photo of himself alongside one of his father. Alfie Haaland. competing for Norway in the 1994 World Cup. Haaland’s message—“A dream 28 years in the making… let’s do this!”—landed just as Norway’s men’s team. featuring Haaland and Martin Odegaard. heads into a first World Cup in 28 years.
For Norway manager Stale Solbakken, the Viking theme is not a statement meant to turn into a distraction. Asked Monday about the team photo before Norway’s World Cup opener against Iraq. he said it was driven by the request from the photographers. “The players wanted me to do it. They were positive. The federation was positive. And I was average positive. And then we did it.”.
That excitement could now spread beyond the pitch. Norway’s fan routine involves lines of supporters wearing Viking helmets and the team’s red-and-blue jerseys. rowing in unison—forward and backward—to the steady beat of a drum. Organizers expect it to be seen at the World Cup in Norway’s group games at Foxborough. Massachusetts. against Iraq and France. and at New Jersey against Senegal.
Some believe it could have the same kind of ripple effect that Iceland’s fans created with a “thunder clap” at the European Championship in 2016—an event that resonated around the world and was later taken up by other sports teams.
But the Viking imagery has also triggered controversy.
The Norwegian soccer federation commissioned British photographer David Yarrow for the Viking snap. In an interview with The Athletic. Yarrow said he knew the image “might get some criticism.” He was right—wonder at the backdrop and creativity sits alongside criticism that the theme looks back to a time when Norwegian Vikings conducted raids involving looting and pillaging. reaching back to the 800s and 900s.
Daily paper Morgenbladet commentator Markus Slettholm described the photo as “chauvinistic” and “a bit reminiscent of what neo-Nazis were concerned with 10 years ago.”
Solbakken dismissed the noise and moved back to what comes next on the field. “There are many bigger and more difficult topics,” he said before the World Cup. “I can’t afford to waste time on that.”
There’s another detail adding to the conversation: the BBC reported that sales of the Viking-themed team photo will raise funds for Norwegian charities.
Even for a team stepping into a long-awaited World Cup return, Norway’s Viking look is already doing what sports spectacle often does best—creating a moment fans want to share, and a question critics can’t ignore.
Norway World Cup Viking theme Erling Haaland Martin Odegaard Stale Solbakken David Yarrow Viking row Foxborough New Jersey Iraq France Senegal
Vikings in soccer is kinda cool but also kinda cringe… like why weapons though.
I saw the clip of the “Viking row” and it’s giving cult meeting vibes. Next thing you know they’ll be chanting during the anthem. Also Foxborough is gonna be packed.
Isn’t Iraq’s team like… from Norway now or something? Idk these countries mess me up. But if they’re wearing shields maybe they’ll play defense better. Haaland doing a Viking thing doesn’t really make me think about football though.
Honestly this is just Norway trying to be “quirky” for TV. Like they couldn’t just show up and play? The uniforms sound expensive too, and the article says long boats?? In Massachusetts?? I’m confused but I’m also lowkey impressed. If the drum timing messes up in the stands, people are gonna clown them forever.